Alex Kinloch, UK Director, Crunchie Media Ltd Talks App User Acquisition

Artyom Dogtiev | February 18, 2016


Alex Kinloch is the UK director of Crunchie Media Ltd a multi-national mobile acquisition network with offices in London, Israel and Armenia. With over 10 years online marketing experience he incorporated Crunchie Media ltd with mobile industry experts to connect technology and knowledge to enable publishers to maximise revenue from mobile apps.
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What is Crunchie Media and how are you positioned in the market? 
Crunchie Media is 100% mobile app focused and all about connecting the right publisher to the right advertiser to enable each party to get the most out of a collaboration. This helps form long term strategic relationships; as earning revenue for the publisher is just as important as hitting the KPI’s for the advertiser – the two go hand-in-hand.
Crunchie’s proprietary tracking system also offers access to numerous tools and widgets that can be plugged natively into apps & mobile web via real time or bulk APIs, allowing partners to utilise customisable JS widgets for easy plug and play self-optimising inventory.
What types of clients do you work with? 
Our sole focus is mobile apps for iOS and Android, the majority have been app store approved but we also have tested APK campaigns. We work directly with app developers on launching campaigns to help gain traction and store rankings as well as running on-going quality user acquisition programs.
We also work with agencies to provide 100’s of accessible quality campaigns that can be reached via the api and provide great remnant inventory monetisation option for worldwide traffic.
What geographies are you focused on and where are you seeing the most growth?
We have some great campaigns running in tier 1 – US, UK, Western Europe, but because of our multinational presence we are seeing growth in Russia, India, Eastern Europe as well as LATAM.
What are your main tips for successful mobile user acquisition?
I would say for publisher to know their niche or best performing category. Some publishers work better with utilities via pre landers, some have traffic that is setup best for soft social. We would never recommend a hard-core strategy game to run where it won’t convert – even though the cpi might be great.  Additionally, if a publisher has placements setup to plug or utilise widgets, then we have self-optimising algorithms that will test and seek out apps that will perform best for the traffic.  This ensures our publishers do not have to continually set up new links and monitor performance – our platform does all the hard work.
What do you think about programmatic ad mediation?
I believe programmatic ad mediation is obviously delivering value on both Monetisation and UA.  Publishers are generating higher eCPMs on their inventory while Advertisers are given more effective data and targeting capabilities.  It is important, however, that as an industry we do not hand everything over the ‘computers’ and ensure that we continually look to deliver value through intelligent media strategies and creative – if we do this, then programmatic is a delivery mechanism that will ensure more effective marketing campaigns and ultimately higher ROI for advertisers and revenues for publishers.
What do you think the big themes for user acquisition are going to be in 2016?
I think that the big themes for 2016 are engagement and Video.
Engagement – we did see it starting at 2015, but I believe that many brands would change their buying model towards engagements users, meaning CPE and would pay only for users that engage with the app, it can be registration, watched tutorial, hit level 3 etc.
Video – video will keep growing, and would take a big slice out of the UA budgets.
What kind of people work with you in the team at Crunchie Media?
I work with a lot of knowledgeable people – each have their own expertise and industry experiences. We have a great in-house dev team that build all our tech from here in London. Then the guys in Tel Aviv have been in the industry for many years, so know everyone in the industry and what directions we should be going in. The team over in Armenia really impress us with the account management and overall understanding of the industry and have been a great addition to our company over the past year.
At the end of the day they are all great to have a beer with when we get to meet up.
What mobile devices do you use? 
A mix – Android tablets, iOS iPhone and iPads.
What are your favorite apps?
I am a sucker for the King games – especially Candy Crush Saga. Also Space team goes down well for some team building 🙂
To know more about what Alex Kinloch and Crunchie Media do visit the company website!

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